Cox Communications is the latest of the traditional media and cable guard to enter the streaming fray in search of younger consumers.

The Atlanta-based company on Friday will unveil a website previewing a new online TV service dubbed “Flare MeTV.”

Cox gave few details about the new service. Cox spokesman Todd Smith said the service could carry some licensed traditional television content eventually, though it will start as an aggregator of Web video fare already available, similar to
Comcast Corp.’s
“Watchable,” which debuted in September. Mr. Smith said Cox’s service will initially be free to anyone without ads, though it could evolve into an ad-supported or subscription model over time. He said it will launch before the end of the year.

Cox said the Flare MeTV app would allow users to search for movies and TV shows across what’s available on the app and other subscription services, including HBO, Showtime and Hulu. It has a Flipboard-like interface that allows people to pick which genres of videos they want to see in their feed—whether it’s news, sports, tech or entertainment. The app will initially only be available on an iPad. It’s available to U.S. residents except those in Texas, because of “legal and operational” issues, Mr. Smith said.

MeTV is the latest in a suite of “Flare” digital media products that Cox has quietly released in recent months. In August, Cox debuted an app aimed at children under the age of 8, dubbed “Flare Kids,” which aggregates child-friendly video content from around the Web. The app is only available on iPads and Android tablets, but is free and doesn’t include advertising.

Cox also released a nationwide videogame streaming service dubbed Flare Play, for prices starting at $9.99 a month. The product is targeted toward children between the ages of 3 and 11. A couple of years ago, it started offering a Dropbox-like app called myFlare.

Cox, like other cable operators, is seeking out new revenue streams as its core cable TV business is coming under pressure. The Flare suite of products is part of its overall strategy to offer “connected home” services, including security, digital entertainment and home health monitoring.

Corrections & Amplifications: An earlier version of this story said the service would initially be ad supported. The service will be ad-free at first though it could evolve to either a subscription or ad-supported model over time.

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